Birla Cellulose, a part of the Aditya Birla Group, made a significant impact at the Jaipur Times Fashion Week, unveiling its latest collection made from Livaeco, the eco-enhanced version of its fabric. This exclusive showcase highlighted the brand’s commitment to sustainable fashion through a collaboration with renowned partners like Indoera, Juniper, and Holly Hock. The collection was a perfect blend of style, comfort, and environmental consciousness.
The event was further elevated by the presence of Tejasswi Prakash, who took the runway as the showstopper for Livaeco. Known for her advocacy of responsible fashion and her flawless sense of style, Tejasswi wore a specially curated ensemble that embodied the fusion of fluid fashion with sustainability at its core.
The new Livaeco collection was a masterful blend of tradition and modernity, offering garments that not only impressed with their fashion-forward designs but also stood out for their lower environmental impact. The use of responsibly sourced fibers helped reduce water consumption and shrink the carbon footprint, making the collection a true eco-friendly choice.
Speaking about the collection, Tejasswi Prakash shared, “Fashion is a reflection of our identity, and it’s inspiring to see brands like Birla Cellulose incorporate sustainability into style. The Livaeco collection perfectly merges elegance with eco-consciousness, and I’m proud to walk the ramp in an outfit that represents thoughtful fashion choices.”
The partnership with Indoera, Juniper, and Holly Hock brought a range of diverse design sensibilities under one cohesive vision of sustainability. From flowing silhouettes to finely crafted details, the collection showed how fashion could be both luxurious and environmentally responsible.
Manmohan Singh, Group Executive President and Chief Marketing Officer of Birla Cellulose, commented on the showcase: “Sustainability is at the heart of Birla Cellulose, and Livaeco takes it a step further with responsibly sourced raw materials, minimal water usage, and low greenhouse gas emissions. Its traceability solution ensures transparency, empowering consumers to make informed, eco-friendly fashion choices. At Jaipur Times Fashion Week, we are proud to present this Livaeco collection, crafted in partnership with Juniper, Indoera, and Holly Hock. This range combines sustainability with high fashion, tailored for the modern woman who values both style and a sustainable future.”
Jaipur Times Fashion Week remains a premier platform for celebrating innovation in fashion, and the Livaeco showcase set new standards in sustainable couture. The event brought together designers, industry leaders, and fashion enthusiasts to witness the power of responsible fashion in shaping the future of the industry.
With Livaeco’s presentation at Jaipur Times Fashion Week, Birla Cellulose solidified its commitment to a greener tomorrow—one stylish step at a time.
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